Poignant Alzheimer's PSA Recreates the Feeling of Memory Loss

U.K. Spot Captures the Feeling of Disconnect Felt by People With Dementia

Published on May 15, 2015

Editor's Pick

This poignant film for U.K. charity The Alzheimer's Society sets out to recreate the isolation and disconnection experienced by people with dementia. It features a grandfather who's enjoying a family lunch when he experiences a sudden disconnect from the friends and family around him; it's as if he doesn't know them at all, and by the end they're gone completely. The film, created by Fallon London and directed by Thirty Two through Pulse Films, launches to coincide with Dementia Awareness Week, starting May 17.